Desperate measures

Latest TV craze, and whether it can be translated in India

Desperate Housewives has taken the US by storm, but seems to be taking its time to make it big in India. Star World started airing the show in the middle of July, at 10 o'clock on Friday nights, right after The Apprentice, which has found a large audience here.

Star had an extensive promotion campaign before the show started airing, and have been following it up with advertising by the channel's two big local stars, Simi Garewal and Karan Johar, both of whom used that time slot for their two shows, Rendezvous with Simi Garewal and Koffee with Karan.

Desperate Housewives tells the story of four friends living in suburban America, Susan Mayer (Teri Hatcher), a divorcee who is harbouring a crush on her handsome neighbour; Lynette Scavo (Felicity Huffman) who has left her corporate job to be a full-time mother; Bree Van de Kamp (Marcia Cross), the Stepford Wife who is driving her husband mad with her Martha Stewart tendencies; and Gabrielle Solis (Eva Longoria), the ex-model who, ignored by her rich husband and bored with married life, is having an affair with her gardener.

The story of these desperate housewives is told from the point of view of another neighbour, Mary Alice Young, who has recently committed suicide. Her story forms another part of the tale "" a much more unusual part for this kind of series "" a whodunnit involving her intense, rather creepy son and even creepier husband.

Both Simi Garewal and Karan Johar point out in their promos that despite this show being set in suburban America, all these characters are inherently identifiable with, and an Indian audience should have no problem doing so. The Indian audience though (largely made up of younger women from urban centres), is finding this statement problematic.

"I really enjoy the show," says Smita, a journalist who lives in Chennai, "but I don't identify with any of the women. In Indian shows about housewives, it's always the men who cheat, and the women who are the saints waiting for them at home. Even if their husbands don't pay any attention to them [like Gabrielle], I don't think they'd have an affair. And definitely not with the gardener!"

"As for Lynette, if she lived in India, those kids wouldn't be allowed to behave the way they do on the show "" they'd get a slap! American mothers are too afraid of the cops or Social Services. I can't identify with the mother at all. And here, she'd have lots of help, and probably wouldn't have to give up her job," says Paromita, another self-proclaimed fan. "The only really interesting bit is in the mystery. That's what keeps me coming back every week."

Maya, an advertising executive who lives in New Delhi, has only watched one episode and not been hooked enough to keep going back. "It was interesting," she admits, "but I thought Sex and the City was better.

It's odd that the ads focus on how 'identifiable' these women are, because that's exactly what's wrong with the show "" the fact that they're not. Unless, I suppose, you're talking about a very niche segment of India, the upper classes."

Others have chimed in that a woman like Bree, far from having her husband become irritated and leave, would probably be nominated for sainthood by an adoring mother-in-law here.

"I don't quite understand what her husband's problem is. She's a great cook and housekeeper, keeps everything in perfect order, and this is why he wants to leave? Please," says Shruti, another young viewer.

Housewives in India have enough TV stars to identify with "" the various Tulsis and Parvatis that pepper Star Plus "" and Star World has had to look elsewhere for its viewership. It may have found it in young professional women in urban India, but so far they're not committing themselves.

However, given the success here of shows like Sex and the City and Friends, the trick may be to emphasise the show's novelty rather than a trumped-up familiarity that most Indian women would be hard put to find.

COUCH SHOW

Desperate Housewives is the latest in a long line of hit programmes that have made it here from the US and UK, albeit a little late, either on Zee English (which recently though seems to have lost the thread somewhat and is showing repeat after repeat), Star World or HBO.

Arrested Development, a quirky comedy airing Thursday nights on Star World. People who enjoy this should also watch out for Curb Your Enthusiasm on Zee English and Scrubs, advertised as coming soon to Star World.

Sex and the City, Tuesday nights on HBO. This show has come and gone on American television, but is in an early season here.

Coupling, the UK's answer to Friends, used to air on Saturday nights on Star World. It's now been replaced by Little Britain, a hilarious, "award-breaking" show.

The Gilmore Girls on Zee English, aired on Tuesday night, has found quite a committed fanbase.

The Apprentice, showing Friday nights on Star World, is in its third season here. It's not the only reality show on Star World "" they've also got Growing up Gotti and the truly awful The Simple Life 2 and Invasion Iowa "" but it may be the only one worth watching.